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So you’ve paid close attention to the SES Chicago 2009 coverage of PPC sessions, you’ve cleaned up your SEO and monitored analytics. OK, but how about the session dealing with the piece at the core of your website’s performance? We’re talking about information architecture here, and without it potential customers visiting your site will be quickly lost.
As snow flew sideways on the chilly frontier, SES Chicago 2008 participants waited to be regaled yet again with insight and information. Eisenberg did not disappoint.
This session focused on shifting the mindset from “Pay Per Click” to “Pay Per Conversation.” Clearly it is imperative to remain cognizant of the current state of the economy, where every click and hence every dollar matters.
Every click is a potential customer trying to engage you and their choices are limited. Will the customer continue the dialogue through to a purchase funnel or will they bounce immediately off your landing page? In order to continue the conversation, the value of the product and service needs to be demonstrated.
This session helped identify missed conversations and then how to woo them back. The introduction was given by Anne Kennedy, Managing Partner & Founder, Beyond Ink. Presenting valuable insight was Bryan Eisenberg, Co-founder, Future Now Inc. Read the rest of this entry »
